In The Design of Business, Roger Martin outlines that we rely far too exclusively on analytical thinking, which merely refines current knowledge, producing small improvements to the status quo.

To innovate and win, companies need design thinking. This form of thinking is rooted in how knowledge advances from one stage to another. As knowledge advances across the stages, productivity grows and costs drop-creating massive value for companies.

Filled with deep insights and fresh perspectives, The Design of Business reveals the true foundation of successful, profitable innovation.